1. Creating personalized content.
With email marketing, you can customize your campaigns and create targeted content.
Personalization can be as small as including a contact's name in the email. In fact, emails that include the first name of the recipient in their subject line have a higher clickthrough rate than those that don't.
On the other hand, you can also create individualized content based on segmenting your audience so you send the right emails to the right customers. For instance, perhaps you want to send an email marketing campaign to returning customers and a different one to one-time customers.
One of the main benefits of email marketing is that your content can be highly personalized to your audience's needs. Your emails might have variations including different images or subject lines to increase your engagement. You can even create segmented lists based on geography or engagement levels.
To have a successful email marketing strategy, you need to send the right email to the right people at the right time. That's where segmentation and personalization can help.
2. Collecting feedback and surveys.
Keeping a pulse on the customer experience is very valuable if you want customers to continue to interact, engage, and purchase from your brand.
Email marketing can help you do this. For instance, you can send customer satisfaction surveys to obtain customer feedback through email campaigns.
In fact, this is one of the best ways to calculate your Net Promoter Score (NPS). This score helps you find out the percentage of customers who are brand ambassadors and the ones who are detractors. With this information, you can come up with strategies to improve your customer experience.
3. Improving sales.
While email marketing is clearly an excellent marketing tool, it can actually improve your sales as well.
In fact, 59% of marketers say email is their biggest source of ROI and marketers who used segmented campaigns note as much as a 760% increase in revenue.
Email marketing campaigns can feature products or services, encourage customers to purchase after abandoning their cart, or deliver special offers to your customers.
Furthermore, 59% of respondents in this survey say marketing emails influence their purchase decisions.
Your email marketing campaigns can easily incorporate messages to encourage a purchase to an audience that's more likely to buy from you because they've opted-in to your messages and updates.
Additionally, you can use email marketing to automate part of your sales process, which can help increase sales as well.
For instance, with HubSpot's free email marketing tool, you can automate sales drip campaigns and send automated messages to prospects your salespeople want to follow up with.
4. Communicating with your audience.
As a marketer, it's always important to improve communication with your audience. When your audience feels like they can talk to you, they're more likely to become loyal to your brand.
Just think -- people appreciate good emails. Think back to the last time you received a marketing email from a brand you love -- was it disruptive or did you enjoy looking at the latest news? If it's a brand you like, you probably enjoyed the experience and it kept you in touch with one of your favourite brands.
With email marketing, you can reach more of your audience and easily communicate with brand ambassadors. Plus, these emails keep your audience engaged during every time of the year, whether it's a slow or busy season.
5. Generating traffic to your site.
When you produce great content, how do you disseminate it to your audience? Most likely, you send them an email.
With email marketing campaigns, you'll send traffic to your site and improve your SEO. Plus, you'll keep your audience engaged with your brand and your site.
For example, many of you might have reached this page from a marketing email from HubSpot. That's because email is a great way to provide value to our audience, and we do that by sending our content in our emails and generating traffic.
When you're creating an email that links to your content, keep in mind that each email should contain a call to action (CTA) so readers can click through to your site.
6. Sending timely campaigns.
Although traditional marketing campaigns have a time and place, they can take months to plan and organize. Even then, you probably aren't sure if people are going to see your campaign assets at the right time.
However, with email marketing, you can create an entire campaign on shorter notice because they don't take as long to plan. Additionally, you can ensure your audience sees the email at the right time.
For example, you can make sure you send content at the right time by segmenting your audience.